Transcript Promotion Management - City University of New York

Television Advantages
Creativity and Impact:
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High Impact
Sight-Sound-Motion
IKEA ad
Budweiser ad
Coverage and Cost Effectiveness
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Mass Coverage
High Reach
Captivity and Attention
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Attention Getting
Favorable Image
Selectivity and Flexibility
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High Prestige
Low Exposure Cost
Television Disadvantages
Cost
Lack of Selectivity
Fleeting Message
Clutter
Limited Viewer Attention
Distrust and Negative Evaluation
Three TV Buying Decisions
Network Versus Spot
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Reach is the primary consideration but ease of
purchase is important.
Sponsor, Participate, or Spot
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Method of buying affects cost, commitment, and
identification.
Specific Daypart and Weeks
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Scheduling depends on reach and frequency
requirements.
Buying TV Time
Network Versus Spot
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Networks
Affiliated stations are linked
Purchase transactions are simplified
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Spot and local
Buying Television Time
Spot: mostly confined to station breaks between programs
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Two Types
National Spot-non-network/national advertiser
Local- non-network/local advertiser
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Advantages: flexibility, cost
Limitations: more clutter; more difficult
Many stations involved
Variations in pricing
Variations in discount structure
Syndication
Syndication - shows sold on a
station-by-station basis
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Two Types
Off-network - reruns: Seinfeld,
Roseanne, Simpsons
First-run - Jerry Springer, Rosie, Star
Trek Voyager, Highlander
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Barter syndication-selling shows to
stations in return for commercial time
Syndication buying is complex
Less info from syndicators
Different audience (older, more rural)
May not be seen in all markets
May run in different time slots
Methods of Buying Time
Sponsorship
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Advertiser assumes responsibility for the production
and perhaps the content of the program
Sponsor has control and can capitalize on the
prestige associated with a show
Participations
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Superbowl Halftime Show Sponsorship
Superbowl Participation
Participating sponsors share the cost
May participate regularly or sporadically
Advertiser isn’t responsible for production
Participants lack control over content
TV Dayparts
Morning
7:00 AM - 9:00 AM Mon. - Fri.
Daytime
9:00 AM - 4:30 PM Mon. - Fri.
Early fringe
4:30 PM - 7:30 PM Mon. - Fri.
Prime-time access 7:30 PM - 8:00 PM Sun. - Sat.
Prime time
8:00 PM - 11:00 PM Mon. - Sat.
Prime time Sun.
7:00 PM - 11:00 PM Sun.
Late news
11:00 PM - 11:30 PM Mon. - Fri.
Late fringe
11:30 PM - 1:00 AM Mon. - Fri.
Cable
Can be national, regional or spot
Advantages
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Selectivity-narrowcasting (TRP vs GRP)
Much lower cost
CPMcable = 2 or 3 times CPMnetwork
Limitations
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Comparably low ratings
Even MTV, ESPN and CNN have prime time ratings of only 1 to 2
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Lower penetration: 68% of households–1/3 unreachable
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Radio and TV Similarities
Both Media . . .
Are time oriented media
Are sold in time segments
Have some network affiliates
Have some independents
Use the public airway
Are regulated by the F.C.C.
Are externally paced media
Are passive, low-involvement
Radio Differs from TV
Radio Broadcasting . . .
Offers only an audio message.
Is more limited communication.
Costs much less to produce.
Costs much less to purchase.
Has less status and prestige.
Magazines
Three Categories (SRDS)
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Consumer
Business
Farm
Magazines
Advantages
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Selectivity
Reproduction Quality
Creative Flexibility
Permanence
Prestige
Consumer Receptivity
Consumer Involvement
Due to and correlated with selectivity
Some are purchased as much for ads as for content:
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Bridal
Fashion
Computer
Magazines
Disadvantages
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Costs
Limited Reach and Frequency
Long Lead Time
Clutter!
Circulation
Primary: subscriptions
Circulation Verification
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Audit Bureau of Circulations (ABC) - 70% paid requirement
Circulation
Primary: subscriptions
Circulation Verification
Readership
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Based on pass-along readership
Readership = readers per copy X circulation
Purchasing Space
Usually space units
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Full, half, quarter page
Plus:
Color
Bleed
Insert
Location
Etc.
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Minus:
Volume
Newspapers
Five Categories
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Daily
Weekly
National (USA Today, Christian Science Monitor, WSJ)
Special Audience (Advertising Age)
Supplements (Parade, USA Weekend)
Three types
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Display
Classified
Inserts
Newspapers
Advantages
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Extensive Penetration
Flexibility
Geographic Selectivity
City by city
Often very narrow insert zones
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Chicago Tribune has 95 zones
Newspapers
Disadvantages
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Poor Reproduction
Short Life Span
Lack of Selectivity
Clutter!
Purchasing Space
Rates
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Columns vary (6-9 / page)
Standard advertising units (SAU)
Adopted in 1984
Used by 90% of newspapers
Some do not use the 6th column
Locals still use column inch
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1” x 1 column
Purchasing Space
Rates
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Columns vary (6-9 / page)
Standard advertising units (SAU)
Rate Structure
Flat Rate: no quantity, repeat discounts
Open Rate: discounts available
Run of Paper (ROP): newspaper places ad; standard
Preferred position: advertiser chooses location; costs extra
Combination rate: multi paper rate
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Morning/evening
Several papers owned by one publisher
Several papers in a syndicate
Outdoor Advertising
Reach
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Reaches young, affluent
audiences very quickly
Frequency
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Very high frequency of
impressions, especially up-scale
Flexibility
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Many positions available to reach
specific groups
Cost
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Lowest cost per exposure of any
major ad medium
Impact
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Size, shape, lighting, motion, and
special impressions
Other Out-of-Home Media
Aerial Advertising
Sky Banners
 Sky Writing
 Blimps
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Mobile Billboards
Trucks
 Vans
 Trailers
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In-Store Media
Signs
 Video
 Kiosks
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Special Outdoor Media
Parking meters
ATM displays
Trash cans
Ski lift poles
Car top signs
Sidewalk signs
Garden plantings
Wall drawings
Transit Advertising
Inside Cards
Placed above seats
 In luggage areas
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Outside Posters
On the sides, backs, roofs
 On busses, taxis, trains, etc.
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Station, Platform, Terminal Posters
Floor displays
 Island showcases
 Electric signs, etc.
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Specialty Advertising Defined
A medium of advertising, sales promotion,
and motivational communications employing
imprinted, useful, or decorative products
called advertising specialties, a subset of
promotional products.
Unlike premiums, with which they are
sometimes confused, these articles are
always distributed free: Recipients don’t
have to earn the specialty by making a
purchase or contribution.
Forms of Yellow Pages
Specialized Directories
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Targeted to special audiences
(e.g., Hispanics, Women, Blacks, Christians, etc.)
Audiotex
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“Talking” Yellow Pages
Interactive
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Consumer search data bases
Internet Directories
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National, regional and local listings
Other Services
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Coupons, inserts, samples, etc.
Movie, Videotape Ads
Advantages
High Exposure
 Audience Mood
 Cost (Maybe)
 Good Recall
 Lack of Clutter
 Proximity
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Disadvantages
Irritation
Cost (Maybe)
Placements
Advantages
High exposure
High frequency
Media support
Source association
Economy
High recall
Bypass regulations
Viewer acceptance
Disadvantages
High absolute cost
Time of exposure
Limited appeal
Lack of control
Public reactions
Competition
Negative placements